Table 5 Cluster profiling and comparison results (n = 4802)
Variable | Cluster 1: “Reluctant Consumers” N = 2105 (43.8%) | Cluster 2: “Mild Explorers” N = 1328 (27.7%) | Cluster 3: “Eager Consumers” N = 1369 (28.5%) | p-val |
|---|---|---|---|---|
Cluster Variable Means, \(\mathbf{\bar X}\) | HTAS = 3.0 ENV = 3.4 APP = 2.8 AVD = 2.7 FB = 3.1 PB = 3.1 | HTAS = 3.2 ENV = 4.2 APP = 3.5 AVD = 1.8 FB = 2.8 PB = 2.7 | HTAS = 3.5 ENV = 4.3 APP = 4.3 AVD = 1.5 FB = 2.2 PB = 2.0 | All p < 0.01 |
Cluster Profiles | ||||
NUS Intentions | 3.1 | 3.5 | 4.1 | < 0.01 η² = 0.23 |
Age, years | 43.6 | 43.3 | 42.3 | 0.012 η² = 0.002 |
Gender Male Female | 1171 (55.6%) 932 (44.3%) | 601 (45.3%) 727 (54.7%) | 602 (44.0%) 767 (56.0%) | < 0.01 χ2(4) = 61.0 |
Education Level Up to Primary Education Secondary Education Post-secondary, non-tertiary education University Degree | 85 (4.0%) 1236 (58.7%) 368 (17.5%) 416 (19.8%) | 30 (2.3%) 752 (56.6%) 275 (20.7%) 271 (20.4%) | 22 (1.6%) 705 (51.5%) 279 (20.4%) 363 (26.5%) | < 0.01 χ2(10) = 54.0 |
Occupation Unemployed Student Self-Employed Part-Time Full-Time Retired Other | 241 (11.4%) 129 (6.1%) 129 (6.1%) 199 (9.5%) 1094 (52.0%) 205 (9.7%) 108 (5.1%) | 133 (10.0%) 124 (9.3%) 79 (5.9%) 137 (10.3%) 665 (50.1%) 116 (8.7%) 74 (5.6%) | 117 (8.5%) 131 (9.6%) 106 (7.7%) 129 (9.4%) 729 (53.3%) 109 (8.0%) 48 (3.5%) | < 0.01 χ2(12) = 39.6 |
Area Rural Urban | 749 (35.6%) 1356 (64.4%) | 421 (31.7%) 907 (68.3%) | 409 (29.9%) 960 (70.1%) | < 0.01 χ2(2) = 13.4 |